The decision to have Brooklyn Beckham, the eldest son of David and Victoria Beckham, photograph the Burberry’s ad for their fragrance line, Brit, has professional photographers aggravated to say the least.

On January 29, Brooklyn broke the news on Instagram of his exciting new role. Following his post, Burberry confirmed the announcement on their own Instagram.

It didn’t take long for the internet to explode with outrage from professional photographers. Fashion photographer Chris Floyd said inviting the inexperienced teenager was a, “devaluation of photography,” and his quick rise, “goes against everything his parents represent,” according to The Guardian.

Burberry’s chief creative and chief executive officer Christopher Bailey backed up the company’s idea saying, “Brooklyn has a really great eye for image and Instagram works brilliantly for him as a platform to showcase his work. His style and attitude were exactly what we wanted to capture the spirit of this new fragrance campaign,” reported the Guardian.

Despite the criticism, Burberry’s decision was sharp. The company invited followers to watch the shoot live on their Instagram and Snapchat. Beckham has millions of followers on social media that were guaranteed to bring the Brit campaign attention.